University of Missouri Extension’s ‘Growing Success’ webinar series empowers food and farm entrepreneurs

By Denice Ferguson
University of Missouri Extension

ST. JOSEPH, Mo. — Small-scale food and farm entrepreneurs often face unique challenges when it comes to business planning and marketing. To address these needs, University of Missouri Extension is offering the “Growing Success: Marketing and Business Development for Small Farms” webinar series. Running throughout March, this evening series aims to equip participants with practical tools and resources to help them thrive in their businesses.

“Farmers are experts in what they grow, but many struggle with the business side of their operations,” said Denice Ferguson, MU Extension Ag Business Specialist for Northwest Missouri. “These entrepreneurs are innovative, passionate, and eager to learn. They’re just short on time and need reliable, actionable information that they can immediately apply to their businesses.”

The series kicks off on March 4 with “Cultivating Connections: Strategically Market Your Food and Farm Products.” Participants will discover how to communicate their unique value, craft targeted customer profiles, and leverage digital platforms to enhance their marketing strategies.

“Marketing is a common challenge for entrepreneurs juggling multiple roles within their businesses,” said TaylorAnn Washburn, MU Extension Communications Strategist and host of the “Cultivating Connections” session. “Our goal is to make marketing more accessible and demonstrate how upfront strategic planning can streamline efforts, boost efficiency, and increase impact.”

On March 11, the series continues with “Will It Work? Assessing New Farm Products,” a two-hour interactive workshop focused on evaluating new product ideas. MU Extension Ag Business Specialist Katie Neuner will introduce participants to online tools such as AgSite and Intel for Ag to help them make data-driven decisions.

“This session is ideal for beginners or those ready to expand into new products, such as elderberries or pasture-raised pork,” Neuner explained. “We want attendees to leave with the knowledge and confidence to assess the potential success of their new ideas.”

The following session, “What Does It Cost My Farm to Sell in Different Markets?” takes place on March 18. Participants will learn from Dr. Mallory Rahe, MU Extension Ag Business Program Director how to estimate marketing costs using the Market Channel Cost Assessment Tool, helping them make informed pricing decisions when selling at farmers markets, CSAs, or wholesale.

The series concludes on March 25 with “Five Key Considerations as You Scale Your Business.” MU Extension Ag Business Specialist Denice Ferguson will guide participants through an interactive checklist to assess their business’s readiness for growth, focusing on goal setting, financial capacity, labor needs, and operational efficiencies.

“This session will help entrepreneurs evaluate whether expanding into areas like food & beverage or adding a u-pick pumpkin patch aligns with their business goals,” Ferguson said.

Throughout the series, participants will also learn about valuable resources available through the U.S. Department of Agriculture’s Farm Service Agency (FSA), a key partner in supporting producers of all sizes.

“The FSA offers a range of programs and resources to assist farm and food entrepreneurs as they start or grow their businesses,” said Ferguson. “We want participants to know how FSA can support their journey.”

For more details and to register, visit http://muext.us/growingsuccesswebinars.

This webinar series is funded in part by the U.S. Department of Agriculture’s Farm Service Agency through project award number FSA23CPT0012862.